Pre-qualification of outbound leads and its impact on prospecting
Pre-qualifying leads is an activity that generates results in all phases of the sales process, going through qualification by profile and maturity, and reaching closing.
Can you believe that there are still companies that do not include this activity in the outbound process?
If you don’t know the importance of pre-qualification, don’t worry!
We made this guide to explain the influence of pre-qualification throughout the steps of the process and included a practical how-to to help you generate smart leads, ok?
I just mentioned two terms that are part of the outbound marketing universe, I’ll detail them here:
- Pre-qualify is the activity in which, before contacting the lead, the salesperson of park view Islamabad checks if he is fit with the solution, that is, if he really fits the ideal customer profile ;
- Smart lead is the lead that has gone through the prequalification process and therefore there is a real chance that it will become a customer.
Before starting, let’s talk about traditional prospecting, without a pre-qualification step, and what are its problems. Come on?
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- Traditional prospecting and its problems
- The solution: pre-qualification of outbound leads
Traditional prospecting and its problems
It is common when involved with startups, to deal with innovations on a daily basis. If there is something that innovation has always shown, it is that everything that is outdated and does not evolve ends up dying.
Traditional prospecting is bound to be superseded by something new and more efficient.
If you do not consider the importance of pre-qualification and decide not to take it, you will always face this reality:
Problem #1: Reduced Sales Funnel Efficiency
If the lead you’re prospecting isn’t a smart lead, you run the risk of prospecting someone with a scenario that doesn’t fit your solution.
Now imagine the volume of this happening when you work with a large number of leads… That’s wasting a lot of precious time.
Before making the first call with the lead, or even before sending the first email, pre-qualify and assess who is most likely to close with you and become a satisfied customer. Powerful, isn’t it?
With 30 minutes of pre-qualification, you can turn 20 leads into smart leads and prioritize only those that best fit your solution.
This saves you time during the connection and can even reduce your sales cycle.
Problem #2: Difficulty generating rapport
What does rapport generation have to do with pre-qualification? All!
Just imagine your reaction when approached by a stranger: if he can talk about something important to you, he can get your attention; otherwise, you don’t want to chat.
As a general goal, prequalification is for you to know something about the lead that can help you better position yourself in the approach. That’s why rapport and pre-qualification always go together.
Problem #3: No or little prioritization of leads
When I talk about prioritization, I’m always reminded of the Pareto Principle or 80/20 Rule: 80% of effects come from 20% of causes.
Just imagine a list of ten thousand leads, for example.
Applying the Pareto Principle concept, prospecting 20% of these leads will lead to 80% of the results.
Why spend your time prospecting 100% of leads?
You should use this time to pre-qualify, prioritize leads, and invest in customizing and optimizing each of the activities you perform with each of them.
More time-consuming activities, such as calls, emailing, and meetings, can be much better if you spend a lot less time beforehand pre-qualifying leads.
It’s much easier to see the importance of pre-qualification, isn’t it?
Now how can you do this?
The solution: pre-qualification of outbound leads
Before starting a pre-qualification you need to know what your ideal customer profile is. It is the parameters defined in your ICP that will guide this step of the process.
Now, do you know what you need to do to make a good prequalification? From LinkedIn.
LinkedIn is a corporate social network with over 500 million users worldwide, 30 million in Brazil alone.
Let’s say your business intelligence team is able to generate a large list of leads, with numerous different contacts and companies. In this list you have:
- Name and surname;
- LinkedIn profile.
You may feel that this is too little information and require your team to have a more complete list, or you may leave the task of enriching the lists with your SDRs.
As always, you choose what works best for your process. But, already in advance, with this data in hand, a lot can be done.
The lead’s LinkedIn profile
Accessed the lead’s profile on LinkedIn? Excellent!
Right away you can find out which company your lead works for, what his position is, and what city he is currently living in.
By scrolling the page, it’s time to see all of the lead’s recent activity, from Pulse posts to all the comments and likes it distributes across its network of contacts.
Want richer material than this to customize your approach?
Under View, All Articles are all content posted on LinkedIn.
You can access them to see if any lead authoring content has to do with the solution you offer, or with your market segment, in short, look for some information in common.
In addition, in View all activities you can map likes, comments and posts shares.
You discover all the subjects your lead interacts with the most, which might be of interest to both you and your lead.
Generating rapport is no longer a big issue, isn’t it?
Scrolling down the page a little more, if your lead has filled in, in the summary of professional experiences you will find complete information about the company he works for and what activities he performs.
In addition, you can access the company page of this company on LinkedIn.
The Company Page on LinkedIn
As I said above, through your lead profile you can access the page of the company where the lead works, the one you want as a customer.
On a standard LinkedIn company page, you’ll find, for example, the profiles of all employees who work at the same company as the lead.
You can see if any of your connections work at the lead’s company, you can see if any friend of a friend works there, anyway, you have access to the company’s employee list.
If you find a common connection, it’s time to get in touch with that person asking for references about the potential client in question, or even ask them to make a bridge between you.
In addition, you find out who are the possible decision-makers and influenced within the purchase process of that company, after all, you have access to the employees’ positions.
How does the prospected company position itself in the market? What is her official website? You will also discover these answers in the detailed information about the company.
The number of employees and the year of the foundation is also very rich data. You can know the size of the company and how long it has been operating in the market.
Now, what I consider very powerful to know before contacting the lead is what his company is talking about on social media.
Those shared contents are usually directed to the company’s target audience. You find out how your lead is communicating with potential or current customers.
Even better, you can see how company page followers interact with posts.
Together, information about the lead and the company he works for can help you prioritize a specific deal in pursuit of a good conversion rate.
To get organized, you can fill a prospecting sheet with all this data to use in the next qualification phases: by profile and by maturity.
Remember that the importance of pre-qualification is to acquire information that makes selling easier and faster, so organize all the data you can capture so that you can easily access it.
The information I quoted here is just a starting point for you. Depending on your business scenario, industry, and solution, you may need other data.
Only you know what the ideal process is within your reality. 😉
In this article, we talk about the importance of pre-qualification when turning a lead into a smart lead to facilitate prospecting and qualification and ensure a safer closure.
If you liked it and want to deepen the conversation, send an email to firstname.lastname@example.org. It will be a pleasure to answer.
If you made it this far, it means you liked the content. One thing that can help you get organized is our prospecting worksheet.